Newsletter #23

The Ultimate Launch Strategy for Beginning Course Creators

written by

Jon Morrow

published

This is the ultimate launch strategy for beginning course creators…

It literally PAYS you to build your audience.

You can start with nothing.

No following on social media. No startup capital (except maybe a few hundred dollars).

Sound too good to be true?

It’s not. I’ll show you how to do it right now.

First, let’s set the stage…

What to Do If You Don’t Have an Audience Yet

Should you dive into course creation or hustle for an audience first?

It’s the course creator’s version of the chicken and egg problem.

Both make sense.

If you create your course, you’ll have something to sell from day one. You can monetize right away, even if it’s just a trickle of money in the beginning.

But having an audience first is also appealing. 

Bit by bit, you’ll build up your trust and authority on social media. You’ll have a huge audience ready to buy your course the day it launches, giving you all the money you might need to quit your job.

And around and around you go.

It’s frustrating. Like having a treasure chest but no key. 

A course could change everything for you. Boost your income and also unshackle you from the daily grind. 

But not knowing what to do first keeps you running in place, your potential untapped and your aspirations on ice.

The Ultimate Launch Strategy for Beginners

Well… what if there was a way to have your cake and eat it too? 

What if you could use your course to build your audience? For free, no less.

Let’s break it down with some straightforward math. 

Suppose you create a course priced at $1,000. You decide to run ads, and let’s say each click on your ad costs you $1. If just one out of every 1,000 people who click buys your course, you’ve just made back your ad spend. 

But here’s where it gets interesting. 

Those 1,000 clicks? They’re not just numbers. They’re potential students, people who’ve shown interest in what you have to offer. And even those who didn’t buy right away are now part of your audience. 

You’ve essentially paid to bring them to your doorstep, but the course sale has covered that cost. Your audience is growing, and it’s not costing you extra.

It’s called a self-liquidating offer that turns your course into a dual-purpose tool: it builds your audience and pays for itself in the process. 

With your course ready to go, you’re not just prepared to teach; you’re also primed to attract and grow an audience without dipping further into your pockets.

How I Got $100,000 of “Free Advertising”

It started off with a killer idea: 

Teaching aspiring writers to landing guest spots on big-name sites like Forbes and Huffington Post. 

I had the know-how. I had already shown a dozen different writers how to do it and had screenshots of their articles published on all the major sites.

But I needed to find a way to demonstrate that expertise to the world.

So, I cooked up a little something – a $7 appetizer. It was a list of sites hungry for guest writers, complete with tips for how to woo their editors. 

The main course? A $200 deep dive into becoming a guest blogging ninja. What to say in your email pitch, how to write the post, what to do after, everything.

Ads were my megaphone. 

I started with spending $20 a day, and I shouted the message out to the world, “Wanna write for Forbes? Huffington Post?” 

And it worked.

In exchange for that $20, I added 20 people to my email list. Two of them bought copies of my $7 appetizer, giving me $14 back. I was out only six dollars and I had gained 20 subscribers.

“I wonder if I can get anybody to buy the $200 course,” I thought, and I bumped the ad spend to $100.

The next day, 10 people bought the $7 appetizer. And two of those bought the upsell for $200 each.

Total revenue: $470.

In exchange for $100 of advertising. A nearly 5X return.

“I’m gonna be rich,” I thought. 

So I kept advertising. And the sales kept coming.

I inched up the budget $100 at a time, and the sales tapered off a little, but I was still making a profit. So I kept going, gradually scaling to $1,000 a day, getting 1,000 subscribers per day, and breaking even on it all.

The end result?

I built an email list of over 100,000 in just three months. I had thousands of buyers who trusted me.

And that was the beginning of Smart Blogger, which eventually became the largest writing website in the world. I made millions.

What’s the takeaway? 

Obviously, I’m a badass. Doesn’t need to be said. 😉

But the bigger takeaway is this:

With the right offer, you can build your audience crazy fast. It’s like a self-propelling rocketship.

The best part?

I can teach you to do the same. I’m gonna give you three different “rocket ship blueprints” to choose from.

Blueprint #1: The Tripwire Offer

First, the tripwire offer.

Imagine offering something super valuable yet incredibly affordable. It’s $50 or less, maybe only five dollars, and the value is insane.

For instance, maybe it’s the recordings to a conference other people paid $1,000 to attend. You get it for $50.

Or maybe it’s the playbook for everything you do in your e-commerce store – and you let other e-commerce store owners have a copy for only five dollars.

This is your foot in the door, the first step in introducing your audience to what you’ve got. In digital marketing, most people call this a tripwire. It’s an incredible deal that gets them to purchase, and it builds the trust necessary to make a larger purchase.

For instance, maybe you sell a cheap five-dollar playbook but then follow up with a video course walking you through everything in the playbook for $200. One leads into the other.

And before they know it, one simple purchase turned into spending hundreds or even thousands of dollars with you.

Blueprint #2: Webinar Offer

Next, webinar offers. 

Picture yourself hosting a live session, packed with insights and value, for a crowd that’s tuned in from all over the globe. You teach them for an hour for free and then do a pitch at the end for people who want more.

This setup works wonders for products in the $1,000 to $3,000 range. Here’s how the math works:

Let’s say you spend $10 on advertising to get one person to register for the webinar. One out of every 100 people buys your $2,000 product. That means you spent $1,000 on ads to create a $2,000 purchase, putting $1,000 in your pocket.

The reason why it’s so profitable is because you are building trust at scale. After spending an hour with you, most people can decide whether or not they trust you to make a relatively large purchase.

And it’s scalable. If your webinar works well, you can advertise an evergreen or on-demand version that thousands of people are attending every day without you even being there.

It’s a machine that builds trust on autopilot.

Blueprint #3: Appointment Offer

Finally, let’s talk about appointment offers. 

This approach is all about inviting potential customers for a personal chat, like a consultation or a deep-dive strategy session. Either you or a salesperson is getting on a video call with them.

It’s not as passive as the other two blueprints I gave you, but here’s the upside: appointment offers are brilliant for selling high-ticket items, think $5,000 all the way up to $100,000.

That’s because you’re giving them one-on-one attention, and I’m not just talking about a sales pitch. The best appointment offers give prospects real value on the call, like diving into their personal situation and mapping out what to do. By taking the time to help them, trust skyrockets, and people become far more likely to make a large purchase.

Here’s how the math works:

Let’s say you pay $200 in advertising costs to get your ideal prospect to book an appointment with you. Your product costs $5,000, and on average, you sell one out of every five people. That means you’re spending about $1,000 to make $5,000, a 5X return.

The more expensive the item, the better the math gets. You might spend the same $200 per call to sell a $20,000 product with the same closing rates. That means you spend $1,000 to make $20,000, a 20X return.

In general, appointment offers give you the highest ROI, but the big downside is you have to do sales calls. You decide if the trade-off is worth it.

The Bottom Line

The beauty of all these blueprints is each one builds your audience while simultaneously growing your revenue.

Let’s say you have a webinar offer and only 1 out of 100 registrants purchase your course. You’re still adding 99 other people to your mailing list who may purchase from you in the future.

Over time, this compounds like crazy. You end up with tens of thousands of people who said no to your initial offer, but they stayed subscribed, and if you do a good job of nurturing them, of building trust, and making them more offers in the future, you’re going to convert a high percentage of those people into customers over the long-term.

This is how people make millions of dollars from online courses. It’s not from the front-end sales, it’s from an audience that grows exponentially on the backend.

Now you know how to do it for yourself. And you have three different blueprints for making it happen.

If you want help implementing any of this, reach out to us at Profitable. It’s what we do, and we can make it easy for you. We literally partner with you to create your entire course, build out one of these offers, and then run all the ads. It’ll save you so much time.

Either way, the only wrong move here is to stay stuck in analysis paralysis, wondering what to do first. Because now you have the answer:

  1. Build your course
  2. Use one of the blueprints I gave you to make sales and build your audience at the same time
  3. Continue nurturing and selling to that audience to make the big bucks

Hopefully, this gives you clarity, and you can move forward with your course, regardless of whether we work together or not.

Jon Morrow
CEO
Profitable.me